Case Study: Adidas Black Friday 2020 Triumph: 53% Surge in ROAS

Client: adidas & MediaCom MENA

Project Duration: 1 Month

Working with MediaCom and adidas MENA, I spearheaded a pivotal project during the challenging landscape of Black Friday 2020. Faced with evolving market trends and shifting consumer behavior due to the pandemic, our campaign demanded adaptability and flexibility. With three dynamic commercial moments spread throughout November, our strategy had to be highly responsive. Operating across five GCC regions through six active channels (shopping, search, Meta, Snapchat, YouTube & programmatic), we tailored our approach to fit each market's unique demands.

Our success story was shaped by two key factors: customized product sets based on market, offer, and availability, forming the foundation for dynamic feed-based campaigns, and a meticulously crafted dynamic targeting strategy. Leveraging custom segments across the funnel (including wishlisters, cart abandoners, frequent shoppers) and affinity audiences, our approach ensured precision in reaching potential customers.

The impact was profound: compared to the previous Black Friday campaign, we achieved a remarkable 53% increase in revenue and Return on Advertising Spend (ROAS), all while maintaining consistent investment. Additionally, our efforts led to an impressive 75% surge in sales. This campaign not only demonstrated my ability to navigate complex market dynamics but also highlighted my expertise in maximizing revenue efficiently.